Travelers are overwhelmed by choices in booking online, while mobile is creating the need for better curated experience in a small form factor. Booking providers can deliver well-targeted information to travelers due to their mining and analysis of all kinds of data.

The growth of curation-centric startups like Top10.com, Room77, and HotelTonight is symptomatic of what consumers are yearning for to navigate the clutter.

Curation mostly happens algorithmically, as HotelTonight does by displaying a handful of same-day hotel deals in each market, and startup MyGola does for personalized and recommended trips.

HomeAway turned to Andrew Harper, an expert in the luxury space, for a more manual curation, and to launch an upscale site for vacation rentals, where travelers seeking vacation rentals can skip wading through countless listings for one-bedrooms with a kitchenette that they wouldn’t be interested in.

Expect a lot more intelligence to come into the listings business. It saves time and angst for users, all with the goal of better conversion for the sellers.